A Study on Consumer Buying Behavior of Vermicompost in Lucknow, Uttar Pradesh, India

Understanding the consumer buying behavior of vermicompost in the Lucknow district of Uttar Pradesh is a critical aspect that needs to be understood in order to promote sustainable agriculture. This study aims to analyze the factors that influence the buying behavior of consumers towards vermicompost. The researcher employed a mixed-method approach, including both quantitative and qualitative data collection methods. The data was collected from primary as well as secondary sources of data. Secondary data was collected from published literature. In this study, we are going to find out the mindset of the consumer while purchasing vermicompost or bio-fertilizer. Nowadays, vermicompost is becoming increasingly popular because heavy chemical fertilizers are used to grow food grains, vegetables, and pulses, which has led to a lot of health issues in humans, with cancer being one of the major concerns. Apart from health issues, degrading soil health is a major problem faced by Indian farmers, and the only solution they have is vermicompost or bio-fertilizer. The researcher found that out of 100 respondents, only 40% were using vermicompost, while 60% were not using it. It has been noticed that the maximum number of respondents using vermicompost are marginal farmers or the urban population who are interested in kitchen or terrace gardening. The findings reveal that out of 100 respondents, only 40% were currently using vermicompost, indicating a relatively low adoption rate. Among the vermicompost users, 37% belonged to the marginal category of farmers with smaller land holdings. In contrast, the majority of non-users were large-scale farmers, citing higher costs as the primary reason for not adopting vermicompost. The study identifies key factors influencing consumer behavior. Awareness plays a significant role, with 20% of respondents reporting it as a motivation for purchasing or using vermicompost. Other factors include health consciousness (12.5%), involvement in vermicompost production (25%), nature-loving practices (17.5%), and the ease of application (12.5%). The researcher concluded the research by recommending appropriate and useful strategies to promote the adoption of vermicompost among consumers in the Lucknow district of Uttar Pradesh